Ocean Literacy, Storytelling, and Hope: In Conversation with Jo Ruxton MBE

“We need to protect the ocean as if our lives depend on it – because they do.” – Dr. Sylvia Earle (quoted by Jo Ruxton MBE)

Few people have shaped the global conversation around plastic pollution like Jo Ruxton MBE. As the producer behind the groundbreaking documentary A Plastic Ocean – hailed by Sir David Attenborough as “one of the most important films of our time” – Jo sparked a worldwide movement. Today, as founder of Ocean Generation, she is dedicated to bringing ocean literacy into classrooms and empowering the next generation of environmental leaders.

We sat down with Jo to discuss the ocean as our planet’s true life support system, the power of storytelling, and how surfers can act as front-line ocean ambassadors.

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Snapshot Profile

• Name: Jo Ruxton MBE
• Role: Founder & Director at Ocean Generation
• Specialism: Ocean Conservation, Environmental Film Production, & Ocean Literacy
• Key Achievements: Produced A Plastic Ocean (distributed in 75+ countries); pioneer of global ocean education programs

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The Interview

Why is conserving and protecting the ocean so personal to you?

Jo: Few people understand that our ocean is the primary life support system for all living things on Earth. While we grow up learning that forests are the ‘lungs of the planet,’ the ocean actually provides more than half the oxygen we breathe and absorbs vast amounts of CO₂. Why don’t we grow up learning that in school?

On a personal level, the ocean has been the backdrop of my life. I’ve lived on seven islands across five countries, and through scuba diving, cold water swimming, and coastal life, my connection to the water is central to who I am. I use the word Ocean in the singular because there is only one ocean, and it connects us all.

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How is Ocean Generation creating long-term, systemic change?

Jo: We use science and storytelling to build a global movement. Our primary focus is bringing ocean literacy directly into classrooms in the UK and internationally through educational resources, short films, and interactive workshops.

Through our Wavemaker Workshops, we empower young adults aged 18-24 to integrate an environmental perspective into their careers, hobbies, and everyday choices. Following the global impact of A Plastic Ocean, which helped spur major legislative and behavioural shifts worldwide, we are now fundraising for our next feature film – an uplifting story focused on hope and solutions for our ocean.

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How can the surfing community support the health of the ocean?

Jo: Surfers are on the front lines and understand the joy of the marine environment firsthand. Because of that connection, surfers can be incredible ambassadors.

They can bring a conservation focus to competitions and events, speak up about ocean health during interviews, educate their social media followers, and share conservation resources with friends and family.

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Jo’s Recommendations & Resources

Must-Read Book

• The Sea Around Us by Rachel Carson (1951): A brilliant insight into how balanced and functional our ocean was decades ago, offering inspiration for what we can restore.

Organization to Support

• Ocean Generation (oceangeneration.org): Explore their free educational toolkits, stories, and downloadable classroom resources.

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Final Thought

Jo: “Never underestimate the power you have as an individual. One conversation can lead to incredible results. Be the person who picks up plastic from the beach – acting as that final ‘goal-keeper’ saves marine life from entanglement and prevents toxins from entering the food chain. Every action has consequences, so let’s work together and do the right thing now.”